Radio Flyer picks up Current for PR support as centennial anniversary nears

Radio Flyer selected Current because it wanted to work with a local PR firm as it heads into its 100th year in business in 2017.

CHICAGO: Radio Flyer, maker of the iconic Little Red Wagon, has brought on Interpublic Group agency Current as PR AOR in the lead up to its 100th anniversary next year.

Current was selected following a formal RFP and competitive review that started in November. The firm started working with Radio Flyer on January 1.

"Current will be driving awareness of our 2016 innovative new products, helping us to build brand awareness, and will be working on the planning of our 100th anniversary in 2017," Radio Flyer senior director of marketing Melissa Enos said.

The firm will handle Radio Flyer’s traditional media relations, implement influencer advocacy campaigns, and aid the company with social media engagement.

Amy Colton, EVP at Current and head of the firm’s Chicago office, is leading the account with a core team of five staffers.

"We will be [implementing] a completely integrated campaign to get to everyone from moms to grandparents and get them excited and engaged with the Radio Flyer brand," Colton said.

Radio Flyer has an outgoing PR AOR, but Enos would not disclose the name of the firm. She explained that the company decided to bring on a new PR firm because it was looking for a local partner as its centennial anniversary approaches.

"We have worked with great PR agencies in the past that have made an impact on our business, but at this point we decided to work with an agency partner in Chicago," Enos said. "We are excited about this partnership with Current because they have strong expertise with families and they are a really creative and innovative team."

Contract length and budget information was not disclosed. Current has no previous relationship with Radio Flyer.

Radio Flyer produces wagons, tricycles, pre-school scooters, and other ride-ons. It also offers customization options with its Build-A-Wagon, Build-A-Trike, and Build-A-Scooter programs.

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